Motivation the Investment in Boutique Hotels of the Entrepreneurs in Hua Hin - Cha Am

Main Article Content

Nujaree Pansaen
Boonyarat Samphanwattanachai


The objectives of this research were to study the motivation level of social action, study motivation factors level in Learning Needs Theory, study the nature of business investment needs, and study the tendency of return on investment of boutique hotel-type accommodation business in the area of Hua Hin - Cha-Am District. According to research method, the representative samples were used in this study were total of six entrepreneurs of boutique hotel accommodation business in the area of Hua Hin - Cha-Am District under classification into contemporary style for three entrepreneurs and modern style for three entrepreneurs. Two levels of data collection were collected, including 1) questionnaire by purposive random sampling whereas data was collected using Delphi technique for three times and statistics consisting of Median and Interquartile range were applied for data analysis, and 2) interview whereas content analysis was applied as an interpretation outline of content summary of documents, leading to content analysis from in-depth interview.

     The finding of the research result indicated that social action of most of the entrepreneurs was maximally motivated in pull factors consisting of their own business progress, more number of tourists, and change in tourist behavior. In maximum motivation level of learning needs, it included planning, orientation, behavior of challenge and will and attempt liking, working venture and high competition and as well as return on investment. In performance measurement, the finding indicated that contemporary style can create maximum added value to the project.

Article Details

How to Cite
Pansaen, N. . ., & Samphanwattanachai, B. . . (2020). Motivation the Investment in Boutique Hotels of the Entrepreneurs in Hua Hin - Cha Am. Dusit Thani College Journal, 12(3), 185–200. Retrieved from
Research Article


1. Anhar, Lucienne K. (2012). The definition of boutique hotels. Retrieved August 10, 2016, from
2. Boonyam, Treetip. (2011). Green Tourism for the World Sustainability and the Guidelines for Entrepreneurs. Executive Journal, 31(2), 184-189.
3. Chanklup, Bennapha. (2011). Development Trend of Boutique hotel Style: A Case Study of Hotels in Hua-Hin and Cha-Am. A Thesis for the degree of master of housing development program in real estate development, Department of housing faculty of architecture. Chulalongkorn university.
4. Department of Tourism. (2014). Tourist Statistic in 2014. Retrieved from
5. Jindaapon, Paan. (2015). Entrepreneurship and Risk Attitudes. Executive Journal, 34(1), 130-135.
6. Krauss, Stefanie I. (2003). Psychological Success Factors of Small and Micro Business Owners in Southern Africa: A Longitudinal Approach. Hesse: University of Giessen.
7. Kritikos, Alexander S. (2014). Entrepreneurs and their impact on job and economic growth. Retrieved August 14, 2016, from
8. McClelland, David C. (2014). Learned Needs Theory. Retrieved August 10, 2016 from
9. Oxford dictionaries. The definition of entrepreneur. Retrieved August 13, 2016, from
10. Reeder, William. (1995). Partial theories from the 25 year research program on directive factor in Believer and social action. New York: McGraw-Hill. 60-74.
11. Suksawat, Pranom. et al. (2014). The Model Development on Communication Competency of Leaders is Small and Medium Enterprises of Contraction Service Business. Industrial Education Journal. 7(2), 12-24.
12. Thanusing, Charurat. and Madhyamapurush, Warach. (2011). Trend for Boutique Hotel Management: A Case Study of the Hotel Rarinjinda Wellness Spa Resort, Chiang Mai Province. 1st Phayao research conference. Phayao: Book center of Phayao university.
13. The Office of SMEs Promotion. (2014). SMEs White Paper 2014. Retrieved August 21, 2016, fromรายงานสถานการณ์/บทที่%201.pdf
14. Tourism Authority of Thailand. (2014). The definition of boutique hotels. Retrieved from